At the recent CES 2023 showcase, the French beauty giant L’Oréal unveiled two innovative devices aimed at simplifying makeup application and expanding accessibility. One device focuses on eyebrows with a smart, printer-like tool, while the other targets lipstick application through a precision mechanism. These introductions were shared with Boundary as part of the event coverage.
The Brow Magic instrument was created in collaboration with Prinker, a company known for its temporary tattoo printers and related beauty tech. Brow Magic houses 2400 individual printing heads and can deliver results at a resolution of up to 1200 dpi. The dense array of tiny nozzles enables fine detail when recreating eyebrow shapes, textures, and gradients, giving users a level of control that rivals professional eyebrow styling. The goal is to translate design concepts from digital previews into a physical, semi-permanent eyebrow layer that remains removable with standard makeup remover. This approach allows wearers to experiment with looks before committing to a more permanent choice, aligning with consumer preferences for customization without long-term commitment. Boundary notes that the technology emphasizes both precision and ease of use, bridging high-end cosmetic design with at-home practicality.
To operate Brow Magic, users download the Brow Magic app and scan their face to create a personalized map. By leveraging augmented reality, the app lets the wearer preview various eyebrow shapes and thicknesses in real time, ensuring the chosen style complements facial features and symmetry. Once a preferred design is finalized, the device applies a primer via a brush and then passes the printer head over the brow area to lay down the color or pigment. Unlike a tattoo, the layer produced by Brow Magic is designed to be removable through makeup remover, enabling quick adjustments or removal at the end of the day. The process emphasizes user safety, skin compatibility, and ease of removal, which are crucial factors for first-time users and beauty enthusiasts alike. Boundary highlights that the system is meant to democratize eyebrow artistry, making it accessible to a broad audience while maintaining a salon-like standard of finish.
Also presented was the HAPTA smart lipstick applicator, created to assist people with limited hand mobility. The device was developed in partnership with Verily Life Sciences, and its design focuses on stability, tilt control, and rotation adjustments to improve precision and comfort during lipstick application. HAPTA uses a mechanical arrangement that reduces hand fatigue and enables more exact placement of color along the lip line, particularly for those with dexterity challenges. The innovation reflects a growing emphasis on inclusive beauty tech, where devices adapt to a wider range of users without compromising performance. Boundary mentions that the lip color module is designed to be easy to clean and compatible with standard cosmetic products, ensuring a practical user experience from morning routines to late-night touchups.
Pricing details for both Brow Magic and HAPTA have not been announced at this stage. The absence of a price point leaves room for anticipation about how these devices will be positioned in the market, whether as premium tools for enthusiasts or as accessible options for everyday consumers. Industry observers will watch closely to see how L’Oréal traverses the line between professional-grade technology and consumer-friendly design, balancing features, durability, and cost. Boundary notes that consumers crave tools that simplify routines without sacrificing quality or control, and these two introductions appear to address that demand in complementary ways.
Overall, the CES presentation underscored L’Oréal’s commitment to blending digital innovation with practical cosmetic solutions. By partnering with established tech developers such as Prinker and Verily Life Sciences, the brand signals a strategy focused on merging AR previews, precision printing, and mobility-friendly devices. The Eyebrow and Lip products reflect a broader trend toward customizable, resilient makeup tools that empower users to explore styling options with confidence and flexibility. As with many tech-forward beauty initiatives, the real test will be user experience, skin safety, ease of cleanup, and how quickly these tools become a routine asset for daily makeup applications. Boundary will continue monitoring the developments as more details, including pricing and availability, emerge.